Yeah the rack is custom designed to be very quiet. And it was early mentioned in the article. I'm sure they thought it through... but why? Do they want people to store this in their office workspace? It seems like a niche to me? For smaller embedded devices like home appliance and the like, fanless or the option to have low or no fan speed (like modern GPUs) seems to make sense. Because they're stored in the household or office. But servers are not and if they are they're still stowed away or fans are replaced with less noisy ones. You want the fans as noisy as possible to generate as cold as possible hardware which helps to increase heat dissipation for improved performance before any throttling.